Marketing Tourism in South Africa
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Product details:
- Edition number 6
- Publisher OUP Southern Africa
- Date of Publication 18 July 2019
- ISBN 9780190740436
- Binding Paperback
- No. of pages704 pages
- Size 240x168x34 mm
- Weight 1050 g
- Language English 0
Categories
Long description:
Marketing Tourism in South Africa 6e offers a solid foundation in marketing theory applied to the unique context of the tourism industry in South Africa. This updated edition is a definitive source for universities, universities of technology and colleges where courses in Tourism Marketing and Event Marketing are offered.
Marketing Tourism in South Africa 6e is written in a simple and concise style to appeal to both tourism students and practitioners. The text familiarises the reader with the tourism industry in South Africa its statistics, trends, main organisations and role-players.
Table of Contents:
Part 1: Understanding marketing in the tourism industry
Tourism marketing principles
Characteristics of tourism marketing
Part 2: Gathering information for decision making
The tourism marketing environment
Tourism marketing planning
Tourism marketing research
Part 3: Analysing the tourism market
Segmentation, targeting and positioning
Consumer behaviour in tourism
Part 4: The tourism marketing mix
Tourism products
Pricing tourism products
Tourism distribution
Promoting and advertising tourism products
Sales promotion and personal selling strategies
Digital marketing and direct marketing strategies
Marketing collateral, public relations in tourism
Part 5: Understanding marketing issues in tourism
Service quality through internal and relationship marketing
Learning outcomes
Event marketing
Tourism trends and the future of tourism marketing
